Ivan Kadev
Strategic Communication Management of Public Organizations in the Context of Social Media
Summary:
The article explores social media and explains how it affects the development of communication in the public sector in light of the increasing digitization and modernization of organizational processes that the sector is undergoing in modern societies. It discusses both the possibilities and limitations of using social media for public sector communications. The article first focuses on the major changes in global communications brought about by social media, on the development of the adoption and application of social media within the modernization of the public sector, and on the domestication of these platforms in such organizations. It then highlights how social media can be integrated into the public sector, its main applications and the changes it brings to communication flows. Criticisms and challenges in adopting social media for public sector communication are also touched upon, as well as key future research questions.
